Judgement sampling

This type of sampling relies on sound judgement or expertise. It depends on selecting elements that are believed to be typical or representative of the population in such a way that errors of judgement in the selection will cancel each other out. Judgement samples tend to be used more often in industrial market research than in consumer market research. In industrial market research a firm may get 50% of its business from ten large purchasers and the remaining 50% from 300 smaller firms. A judgement sample might therefore comprise five of the large purchasers (50%) and 150 of the remainder (50%). Judgement would be exercised to ensure that the firms chosen in the sample represented the subgrouping.

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